The RuvaAfricWear clothing line emphasizes on everyday functional clothing with an African flair, it’s a hybrid between western and African styles. Most African designs tend to be very loud and colorful so people feel like they can only wear them to an event (Church, Wedding and Funerals). RuvaAfricWear designs are meant to be functional and to add just a bit of African flair to everyday wear. The goal for the RuvaAfricWear lifestyle brand is to have people wearing African clothing at the gym, at work, church, beach/pool etc. (pretty much everywhere and doing anything). The RuvaAfricWear designs are meant to celebrate African history and heritage through fashion. The designs’ functionality and universality appeal to a diverse customer base.